@monoes/monomindcli 2.15.2 → 2.15.4

package/org-skills/marketing-plan/references/methodology.md

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+# Methodology — How a Marketing Plan Gets Made
+
+The three-phase workflow that produces a comprehensive marketing plan. SKILL.md is the orchestration layer; this is the operational detail.
+
+## Phase 1 — INIT (research + intake)
+
+**Goal:** Walk into Phase 2 with enough context to draft every section without guessing.
+
+### Step 1.1 — Set up the plan folder
+
+Canonical file layout for every plan:
+
+```
+~/marketing-plans/{client-slug}/
+├── materials/         # Client-provided files (decks, audit output, brand-voice doc, etc.)
+├── research.md        # Written in Phase 1 (INIT)
+├── progress.md        # State machine — see Step 1.1.1 for schema
+├── sections/
+│   ├── 01.md          # Executive summary (written last, ordered first)
+│   ├── 02.md          # Strategic frame
+│   ├── ...
+│   └── 13.md          # Measurement, RACI, open decisions, appendix
+└── final_plan.md      # Compiled deliverable (Phase 3 output)
+```
+
+### Step 1.1.1 — `progress.md` state schema
+
+Every plan tracks a single `progress.md` file at the plan root. It's the source of truth for resumption. Schema:
+
+```markdown
+# {Client} — Marketing Plan Progress
+
+phase: init | review | finalize | finalized
+current_section: <number, only meaningful during review phase>
+plan_version: v1
+last_updated: YYYY-MM-DD HH:MM
+
+## Sections completed
+- [ ] 2. Strategic frame
+- [ ] 3. Current state
+- [ ] 4. Acquisition
+- [ ] 5. Activation
+- [ ] 6. Retention
+- [ ] 7. Referral
+- [ ] 8. Revenue
+- [ ] 9. 90-day roadmap
+- [ ] 10. 12-month outlook
+- [ ] 11. Marketing operations stack
+- [ ] 12. Tactical idea bank
+- [ ] 13. Measurement, RACI, open decisions, appendix
+- [ ] 1. Executive summary (synthesized last)
+
+## Approved artifacts
+sections/02.md, sections/03.md, ... (list as they're written)
+
+## Notes
+<any open decisions, blockers, or out-of-band context that aren't in research.md>
+```
+
+### Step 1.1.2 — Resumption decision tree
+
+On every invocation, check state in this order:
+
+1. **No `{client-slug}/` folder** → fresh plan. Create folder + `materials/` + empty `sections/`. Start INIT (Step 1.2).
+2. **Folder exists, no `research.md`** → INIT was interrupted. Resume from Step 1.2.
+3. **`research.md` exists, no `progress.md`** → INIT done, REVIEW not started. Create `progress.md`, start REVIEW from Section 2.
+4. **`progress.md` exists, `phase: review`** → REVIEW in progress. Resume from `current_section` (or first unchecked box).
+5. **`progress.md` exists, `phase: finalize`** → FINALIZE was interrupted. Re-run Phase 3.
+6. **`progress.md` exists, `phase: finalized`** → plan is done. **Do not silently overwrite.** Ask the user: *"This plan is finalized (v{N}). Want to (a) revise it as v{N+1}, (b) start a fresh plan in a new folder, or (c) re-open a specific section?"*
+
+Update `phase` and `last_updated` whenever state changes.
+
+### Step 1.2 — Read existing materials
+
+If `materials/` has files, read all of them. Common drops:
+- Pitch deck / investor deck
+- Positioning doc / brand voice doc
+- Customer research / ICP doc
+- App Store metrics / analytics snapshot
+- Lifecycle email inventory
+- Prior audit output (any scored current-state assessment the team has run)
+- SEO research (`seo/plan.md`, `seo/keyword-shortlist.md`)
+- Kickoff call transcript
+- Founder Slack / async notes
+
+Read everything. Capture key facts to `research.md` as you go.
+
+### Step 1.3 — Pull live data where wired
+
+If MCPs/APIs are wired for this client, pull:
+
+- **Ahrefs** → domain rating, organic keywords, backlinks, top pages, ref domains (per `/seo-audit` skill)
+- **GA4 MCP** → traffic by channel, conversion events, retention curves
+- **Stripe MCP** → MRR, ARR, churn, plan mix, blended LTV by cohort
+- **App Store Connect** (manual or `dev-browser`) → install → trial → paid funnel; cohort retention
+- **Customer.io MCP** → flow inventory, send / open / click / unsubscribe rates
+- **Shopify** → product page conversion, AOV, repeat rate
+- **GitHub MCP** → repos inventory, last commit dates, what's stale
+- **Notion** → internal knowledge directory if exposed
+
+Don't ask the user to copy/paste data that can be pulled directly.
+
+### Step 1.4 — Conduct structured intake
+
+For every gap in the materials, ask the user. The minimum intake covers ten topics:
+
+#### Intake 1 — Client overview
+- What does the company do, in one sentence (founder's words)?
+- What's the primary product?
+- What other products / SKUs / tiers exist?
+- Is the product live, beta, or pre-launch?
+- If beta: throttling? GA timeline?
+
+#### Intake 2 — ICP
+- Who are you for, in one sentence?
+- What do they say they want?
+- What do they actually want?
+- What's their stated problem? Their real problem?
+- Demographics / firmographics: who fits the ICP exactly?
+
+#### Intake 3 — Funnel state today
+- What are the current funnel numbers? (signups, activations, paid, retention)
+- What's the funnel *shape* — is it bottle-necked at top, middle, or bottom?
+- What's the biggest leak?
+
+#### Intake 4 — Funding state
+- Current round (pre-seed / seed / Series A / etc.)?
+- Total raised to date?
+- Current burn / runway?
+- Active raise? Closing when?
+- Investors of note?
+- Permission to mention fCMO engagement in pitches?
+
+#### Intake 5 — Team
+- Founders and what each owns (product, marketing, sales, etc.)?
+- Other roles on the team and their marketing surface area?
+- Advisors who touch marketing?
+- Agencies / contractors / fractionals?
+- Where are the obvious gaps?
+- For the team's current marketing owner (if there is one): is the shape π-shaped (two deep skill sets), T-shaped (one deep, broad), or tactical-only? See `team-and-agency-model.md` for the framework that informs Section 11 RACI and the first-hire recommendation in Section 9.
+
+#### Intake 6 — Budget
+- Current monthly marketing spend, broken down: paid acquisition, tools, retainers, headcount?
+- Budget tier this maps to (see `funding-stage-unlocks.md`)?
+- What budget unlocks when the next round closes?
+- Blended CAC if known (including salaries, content costs, tools, retainers — not just paid ad spend). If unknown, flag as the top Section 13 open decision — every revenue projection depends on it.
+- ARPC, annual retention rate (or churn rate), so the budget math in `budget-planning.md` can be applied to Section 8 (Revenue) and Section 10 (12-month outlook).
+
+#### Intake 7 — Channels currently active
+- Acquisition: organic SEO, paid search, paid social, content, social, partnerships, events, PR, ambassadors, etc. — for each, status (live / paused / never tried)
+- Activation: onboarding state, signup flow, paywall, first-session experience, app store listing
+- Retention: lifecycle email state, in-app upsells, churn cohort
+- Referral: program existence, attribution, inbound interest
+- Revenue: pricing structure, plan mix, recent experiments
+
+#### Intake 8 — Already done
+What past work should this plan acknowledge?
+- Major launches and dates
+- PR moments and who covered
+- Content pillars / hubs / cornerstone pieces
+- Partnerships
+- Awards / certifications
+- Notable customers / users (if consumer-named users)
+- Past advisors / fractionals
+
+#### Intake 9 — In-flight and stuck
+- What's drafted but not shipped? Why?
+- What's been "almost ready" for months?
+- What's blocking each?
+- What's broken or actively harmful?
+
+#### Intake 10 — Strategic posture
+- The most important thing to fix this quarter (founder's read)
+- The most important thing to ignore this quarter (founder's read)
+- What investors / board are asking about most
+- Any constraints not visible elsewhere (legal, partnership-related, brand-related)
+
+### Step 1.5 — Score current state against the rubric
+
+Use the 17-section rubric in `references/current-state-rubric.md` as your scoring lens. Two modes:
+
+- **From rich materials.** When the team has shared decks, prior content audits, an existing brand voice doc, recent positioning work, or a kickoff call transcript — score from those. Mark "scored from materials" in the section heading.
+- **From a separately scored audit.** If the team already has a scored current-state assessment (in any format), ingest those numbers directly. Don't redo the work.
+
+Either way, the output is the scored 17-row table that becomes Section 3 of the plan, followed by a 2–4 sentence "shape interpretation" calling out where strengths and gaps cluster.
+
+### Step 1.6 — Write research.md
+
+Compile everything into `research.md` with this structure:
+
+```markdown
+# {Client} — Marketing Plan Research Record
+
+**Date:** YYYY-MM-DD
+**Author:** (fCMO / planner name)
+
+## Company snapshot
+- One-sentence description
+- Stage (pre-seed / seed / Series A / etc.)
+- Product status (beta / GA)
+
+## ICP
+- Primary ICP
+- Stated vs. actual problem
+- Demographics / firmographics
+
+## Funnel state today
+- Current numbers
+- Funnel shape
+- Biggest leak
+
+## Funding
+- Total raised
+- Current round status
+- Runway
+
+## Team
+- Founders and ownership
+- Marketing surface area by person
+- Gaps
+
+## Current marketing budget
+- $/mo total
+- Breakdown
+- Tier mapping
+
+## Channels currently active
+[By AARRR stage]
+
+## Already done (acknowledge in plan)
+[List]
+
+## In-flight and stuck
+[List with blockers]
+
+## Strategic posture
+- Founder's top priority
+- Founder's top de-prioritization
+- Investor pressure points
+- Constraints
+
+## Current-state rubric scores
+[17 section scores using `references/current-state-rubric.md`. If a prior scored audit exists, paste those scores. Otherwise mark "scored from materials."]
+
+## Materials read
+[List of files in materials/ + when read]
+```
+
+Save. Move to Phase 2.
+
+---
+
+## Phase 2 — REVIEW (section-by-section drafting)
+
+**Goal:** Walk through all 13 sections of the plan template (`references/plan-template.md`), drafting each, getting user confirmation, saving as you go.
+
+### Step 2.1 — Initialize progress.md
+
+Use the schema defined in Step 1.1.1 above. Set `phase: review`, `current_section: 2`, `plan_version: v1`, and stamp `last_updated`.
+
+### Step 2.2 — Walk each section in this order: 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, then 1
+
+Section 1 (Executive Summary) is drafted **last** because it depends on every other section's conclusions. Walk Sections 2 → 13 in numeric order, then synthesize Section 1 from the others. The final compiled `final_plan.md` is always presented in canonical order 1 → 13.
+
+For each section, use the template at `references/plan-template.md` to draft. Then in chat:
+
+1. Present the draft (or key bullets — short sections inline, long sections as bullet outline first)
+2. Ask: *"Approve, adjust, or expand?"*
+3. Iterate until user confirms
+4. Save the confirmed text to `sections/01.md` ... `sections/13.md` (one file per section, zero-padded for sort order). This is the canonical persisted artifact — recovery depends on it.
+5. Check the box in `progress.md`
+6. Move to next section
+
+### Step 2.3 — Section-specific guidance
+
+**Section 1 (Executive summary)** is synthesized from Sections 2–13 after they're all approved. Draft it last; present it first in the output document.
+
+**Section 3 (Current state)** uses the embedded 17-section rubric in `references/current-state-rubric.md`. If a prior scored audit exists, paste those scores in. If not, score from available materials.
+
+**Sections 4–8 (AARRR)** each follow the same internal structure: current state, the plan (numbered moves), 90-day moves, 12-month outlook, skills + tools. Don't skip the skills + tools sub-section — it's what makes the plan operationally honest.
+
+**Section 11 (Marketing operations stack)** is auto-generatable from `references/ops-stack-mapping.md` plus the specific moves named in Sections 4–8.
+
+**Section 12 (Idea bank)** is auto-generatable from `references/idea-cross-reference.md` plus client-specific filters (skip ideas that conflict with brand voice; status moves based on funding-stage timing).
+
+**Section 13** lives at the end. Open decisions should be ranked by impact. Appendix should reference only files the team can access (warn about machine-local paths).
+
+### Step 2.4 — Brand voice consistency
+
+If the client has documented brand voice rules (captured in research.md / Section 2), every section must respect them. Common voice constraints:
+- Vocabulary rules (YES / NO lists)
+- CTA rules (e.g., "never pressure")
+- Initiatory vs. explanatory framing
+- Tone (e.g., authoritative-yet-accessible, intimate-yet-professional)
+
+If a section's draft violates the brand voice, redo it before showing it to the user.
+
+---
+
+## Phase 3 — FINALIZE (compile + verify + publish)
+
+**Goal:** Produce `final_plan.md` and optionally publish to a shared repo.
+
+### Step 3.1 — Compile
+
+Set `phase: finalize` in `progress.md` before starting. Concatenate `sections/01.md` through `sections/13.md` into `final_plan.md` (canonical order 1 → 13, regardless of drafting order). Add:
+- Title header with date and "v1" version marker
+- "Prepared by / For / Date / Status" frontmatter
+- Section anchors that work in Notion paste
+
+### Step 3.2 — Verification pass
+
+Before printing:
+
+- **Cross-reference check** — every marketing-ideas number (e.g., "idea #17") matches the actual idea in `references/idea-cross-reference.md`. Every related-skill mention either exists in the `marketingskills` repo or is documented as an external dependency (see ops-stack-mapping note on cross-marketplace skills).
+- **MCP/API check** — every tool mentioned in Section 11 actually exists in the user's stack (per research.md intake) OR is flagged as "future / not yet wired."
+- **Path check** — no machine-specific paths (`/Users/...`, `/home/...`) in the output. Replace with descriptive references.
+- **Voice check** — final read against brand voice rules. Flag and fix violations.
+- **Open-decisions check** — every "TBD" or unanswered question from intake is listed in Section 13's open decisions, not hidden in the body.
+- **Acknowledge check** — every item from "already done" in research.md is acknowledged somewhere in the plan.
+
+### Step 3.3 — Print
+
+Output `final_plan.md` to the plan folder. Print a summary to chat:
+
+> *"Marketing Plan v1 saved to `~/marketing-plans/{client-slug}/final_plan.md`. ~X,XXX words across 13 sections. Ready to paste into Notion or share with the team."*
+
+### Step 3.4 — Publish (optional)
+
+Ask the user:
+> *"Want me to publish this to a shared GitHub repo so the team can access it? If yes, what's the target repo and path (e.g., `{client-org}/{client-context}/marketing/plan.md`)?"*
+
+If yes:
+- Clone (or assume cloned) target repo
+- Check out a feature branch or push direct to main per user's preference
+- Copy `final_plan.md` to the target path
+- Adjust the appendix to use repo-relative paths (not machine paths)
+- Commit + push
+- Confirm with commit URL
+
+If no: leave it local. Done.
+
+### Step 3.5 — Mark finalized
+
+Set `phase: finalized` in `progress.md` and stamp `last_updated`. This is the terminal state and prevents future `/marketing-plan` invocations from silently overwriting the plan (see Step 1.1.2 case 6).
+
+---
+
+## Resuming a plan
+
+Resumption is governed entirely by the decision tree in Step 1.1.2 above — always check state in that order on every invocation.
+
+If the user says *"start over"* → ask whether they want to delete the existing folder or move it to `archive/` first; don't silently overwrite.
+If the user says *"redo Section X"* → uncheck that box in `progress.md`, delete `sections/0X.md`, and re-draft.
+
+## Failure modes to watch for
+
+- **Skipping intake.** A plan written without proper intake is generic and won't survive contact with the founder. Always do the full ten-topic intake unless the user explicitly waives it.
+- **Pretending data exists.** If you can't confirm a number (current MRR, retention rate, etc.), don't guess. Mark it `[TBD — to confirm with team]` in the plan and add to open decisions.
+- **Ignoring the brand voice.** If the client has a strong voice (most do), every section must respect it. Read the voice rules before drafting any copy-adjacent text.
+- **Padding the idea bank.** Section 12 is comprehensive only if it includes the skip list with reasons. Don't pad with ideas that clearly don't fit just to hit the 139.
+- **Glossing over uncomfortable metrics.** If churn is high or activation is low, name it in Current State. Founders read past sugar-coating.
+- **Forgetting funding-stage logic.** If the client is mid-raise, the plan must explain what changes when the round closes. Skipping this turns a plan into a wish-list.

package/org-skills/marketing-plan/references/ops-stack-mapping.md

@@ -0,0 +1,197 @@
+# Marketing Operations Stack — Skills + MCPs per AARRR Stage
+
+This doc maps every marketing-skill and every relevant MCP/API integration to the AARRR stage(s) it primarily serves. It's the source for Section 11 of every plan.
+
+> **Note on scope.** Skills below live in this `marketingskills` repo. A few references point to optional tools from adjacent Claude Code marketplaces (e.g., `vercel:agent-browser`, `compound-engineering:diagram-maker`) — substitute equivalents if not installed. When a plan references a skill or tool that isn't available, fall back to the underlying tactic and call it out in Section 13's open decisions.
+
+## The thesis
+
+A small team + fCMO + agentic tooling = output of a 15–20-person traditional marketing org. The skills + MCPs encode workflows that previously required dedicated headcount per channel.
+
+The plan's Section 11 makes this thesis explicit by:
+1. Mapping skills to stages so the founder sees which skills execute which work
+2. Mapping MCPs/APIs to stages so the founder sees the tooling layer
+3. Naming a concrete operational example that proves the stack works
+4. Showing capability unlocks by funding stage (pre-seed → seed → Series A)
+
+## Marketing skills mapped to AARRR
+
+### Acquisition skills
+
+| Skill | What it does | Primary use in Acquisition |
+|---|---|---|
+| `seo-audit` | Audit site for technical and on-page SEO | Quarterly site health checks |
+| `ai-seo` | Optimize content for AI search engines / LLM citation | Future-proof content strategy |
+| `programmatic-seo` | Build template-driven SEO pages at scale | Location, comparison, integration page systems |
+| `schema` | Add structured data markup | Rich snippets, eligibility for AI citation |
+| `content-strategy` | Plan content topics, pillars, cadence | Setting the editorial calendar |
+| `competitors` | Build vs-pages and alternative-to-pages | Capture high-intent SERPs against competitors |
+| `ads` | Plan and structure paid campaigns | Apple Search Ads, Meta, Google, LinkedIn |
+| `ad-creative` | Generate ad variations and creative | Iterate ad creative across platforms |
+| `social` | Plan and write social media content | LinkedIn, Twitter/X, Instagram, TikTok |
+| `typefully` | Schedule/post tweets, threads, LinkedIn content | Cadence operations for founder-led channels |
+| `cold-email` | Write B2B cold outreach + sequences | Outbound for B2B SaaS / hybrid businesses |
+| `analytics` | Set up tracking, GA4, conversion events | Funnel instrumentation |
+| `free-tools` | Plan engineering-as-marketing free tools | Build tools that generate links + leads |
+| `marketing-website-design` | Design marketing sites with intention | Pillar/landing page design |
+| `launch` | Plan and execute launches (Product Hunt, GA, feature launches) | GTM moments — strategy + tactical execution |
+
+### Activation skills
+
+| Skill | What it does | Primary use in Activation |
+|---|---|---|
+| `onboarding` | Optimize user onboarding flows | Onboarding rebuild, activation rate tests |
+| `signup` | Optimize signup/registration | Reduce friction at top of activation |
+| `cro` | Optimize any marketing page or form | Conversion testing across pages, forms, landing pages |
+| `paywalls` | Optimize paywalls and upgrade screens | Trial → paid conversion (also Revenue) |
+| `popups` | Optimize popups, modals, slide-ins | Lead capture + activation prompts |
+| `copywriting` | Write marketing copy | Onboarding screens, paywall copy, CTAs |
+| `copy-editing` | Edit and improve existing copy | Voice / clarity pass before ship |
+| `copycraft` | Real-time copy variation overlay | Live copy iteration during reviews |
+| `website-copy` | Write full website copy (stage-8 from CF process) | Comprehensive site copy production |
+| `ab-testing` | Plan A/B tests | Structure for onboarding variant tests |
+| `marketing-psychology` | Apply behavioral science to copy and CRO | Persuasion principles in activation moments |
+
+### Retention skills
+
+| Skill | What it does | Primary use in Retention |
+|---|---|---|
+| `emails` | Design email sequences | Customer.io / Mailchimp / Resend flow building |
+| `churn-prevention` | Build cancellation flows, save offers, win-back | Reduce churn, recover failed payments |
+| `copywriting` / `copy-editing` | Email copy production | Lifecycle email content |
+| `paywalls` | (cross-cuts) — upgrade prompts in retention emails | Upsell within lifecycle |
+| `ab-testing` | Test email variants | Subject line, CTA, timing tests |
+
+### Referral skills
+
+| Skill | What it does | Primary use in Referral |
+|---|---|---|
+| `referrals` | Plan and launch referral / affiliate / ambassador programs | Core skill for Section 7 |
+| `social` | Create ambassador-shareable content | Talking points, post templates |
+| `copywriting` | Ambassador / affiliate email copy | Recruitment, onboarding, communication |
+| `marketing-website-design` | Per-ambassador landing pages | Attribution surface |
+| `emails` | Ambassador lifecycle emails | Onboarding, monthly digest, payout notifications |
+
+### Revenue skills
+
+| Skill | What it does | Primary use in Revenue |
+|---|---|---|
+| `pricing` | Audit and optimize pricing | Plan tier structure, annual defaults, value metrics |
+| `paywalls` | Paywall optimization | Trial → paid, free → paid conversion |
+| `sales-enablement` | Build sales decks, one-pagers, demos | B2B sales support material |
+| `revops` | Revenue operations, lead lifecycle | Marketing → sales handoff |
+| `ab-testing` | Pricing experiments | Test annual default, intro pricing, tier consolidation |
+
+### Cross-cutting / brand foundation skills
+
+| Skill | What it does | Primary use |
+|---|---|---|
+| `product-marketing` | Set up the `.agents/product-marketing.md` context file (positioning, ICP, voice) | Foundational — run first; every section of the plan references this |
+| `customer-research` | Conduct customer interviews + surveys | Section 2 + Section 3 (Current state) |
+| `marketing-psychology` | Apply behavioral science | Cross-cuts copy, CRO, paywalls |
+| `marketing-ideas` | The 139-idea library | Section 12 of plan (Idea bank) |
+
+## MCPs and APIs mapped to AARRR
+
+### Acquisition tooling
+
+| Tool | What it provides | Wired-at-client check |
+|---|---|---|
+| **Ahrefs API** | SEO data: keyword research, backlinks, competitor analysis | Required `AHREFS_API_KEY` in `.env` |
+| **DataForSEO API** | SERP data, keyword volume, competitor SERP analysis | Required API key |
+| **GA4 MCP** | Traffic by channel, conversion events, retention curves | Wired via gcp project + service account |
+| **GitHub MCP** | Repo work: marketing site (`site-name-promo` patterns), content authoring | Standard `gh` CLI auth + MCP server |
+| **Typefully MCP** | Social posting (LinkedIn, X, Threads, Bluesky) | Typefully account + API key |
+| **Google Ads MCP** | Ad account management, campaign creation, performance pulls | Wired post-budget-unlock |
+| **agent-browser** | Browser automation (form fills, screenshots, scraping) | CLI install: `npm install -g agent-browser` |
+| **dev-browser** | General-purpose browser automation | MCP server install |
+| **defuddle** | Clean markdown extraction from web pages | CLI install |
+| **Notion** | Internal knowledge directory access | Notion API key |
+| **Stripe MCP** | LTV math, paid-CAC reconciliation (cross-cuts to Revenue) | Stripe account + restricted key |
+
+### Activation tooling
+
+| Tool | What it provides |
+|---|---|
+| **App Store Connect** | Conversion rate by listing variant, install funnel | Usually manual + `dev-browser` for screenshots |
+| **GitHub MCP** | Mobile app repo for onboarding code edits |
+| **Figma / Pencil MCP** | Onboarding screen design + iteration |
+| **Customer.io MCP** | In-app messaging + lifecycle email coordination |
+| **Stripe MCP** | Subscription state for paywall logic |
+| **GA4 MCP** | Activation events instrumentation |
+
+### Retention tooling
+
+| Tool | What it provides |
+|---|---|
+| **Customer.io MCP** | The retention infrastructure — flow building, segmentation, sending |
+| **Shopify** | Hardware buyer events as lifecycle triggers |
+| **Stripe MCP** | Subscription state, churn cohorts, plan changes |
+| **GA4 MCP** | Session events, retention curves |
+| **Resend / Mailchimp / SendGrid** | Alternatives to Customer.io for different stacks |
+
+### Referral tooling
+
+| Tool | What it provides |
+|---|---|
+| **Dub.co** | Ambassador attribution, short links, per-ambassador tracking |
+| **Stripe MCP** | Commission accounting + payouts via Connect |
+| **GitHub MCP** | Per-ambassador landing pages |
+| **Customer.io MCP** | Ambassador lifecycle (recruitment → onboarding → monthly digest → payout notifications) |
+| **Rewardful / Tolt / Mention Me** | Alternatives to Dub for affiliate management |
+
+### Revenue tooling
+
+| Tool | What it provides |
+|---|---|
+| **Stripe MCP** | Pricing tests, subscription analytics, churn cohort analysis, blended CAC math |
+| **Shopify** | Hardware transactions |
+| **GA4 MCP** | Revenue events |
+| **Customer.io MCP** | Paywall / pricing-related lifecycle |
+| **Notion** | Commercial knowledge directory |
+
+### Cross-cutting tooling
+
+| Tool | What it provides |
+|---|---|
+| **Notion** | Shared knowledge base |
+| **GitHub MCP** | Shared context repo (`{client-org}/{client-context}`) |
+| **defuddle** | Research extraction |
+| **obsidian-cli** | Working notes for fCMO |
+| **Pencil MCP** | Design files |
+| **Figma MCP** | Design files (if Figma) |
+
+## Capability unlocks by funding stage
+
+The plan's Section 11 must include this table (or equivalent), specific to the client's current and projected funding stages.
+
+| Stage | Headcount | Tooling | Channels live |
+|---|---|---|---|
+| **Pre-seed / bootstrapped** | fCMO + founder team | All current tooling + marketing-skills library + MCP layer | Organic only (SEO, content, App Store, founder-led social, events, WOM, ambassador) |
+| **Seed close** | + first marketing hire (lifecycle/content owner) | + paid ad accounts (Apple Search Ads, Meta, LinkedIn) + `ads` skill activated | + paid acquisition pilot ($5–15K/mo — see `funding-stage-unlocks.md` for canonical tiers) |
+| **Seed deployment** | + designer (potentially fractional) | + analytics expansion (Mixpanel / Amplitude if needed) | + paid scaling ($20–50K/mo) + first launches (PH, GA) |
+| **Series A** | + performance marketing lead + content lead | + dedicated tooling spend ($2–5K/mo software) + sponsored event budget | + paid scaling ($50–150K/mo) + international consideration + B2B vertical expansion |
+| **Series B+** | Full-stack marketing org (10+ people) | + agency partnerships + PR firm | + brand campaigns + acquisitions + sponsorships at category level |
+
+## The concrete-example test
+
+Section 11 of the plan must include at least one concrete operational example that proves the stack thesis. The example should be:
+- A specific event (not abstract claim)
+- From this client's actual history if possible (most credible)
+- Tied to a non-technical person executing via the stack (proves it works without dedicated engineering)
+
+Examples from real engagements:
+- *"On the kickoff call, Alex drafted a working Customer.io abandoned-cart flow live, using Customer.io's Claude MCP. Validated that a non-technical founder can ship lifecycle work using the skill pattern independently."*
+- *"In two weeks, the team scaled from 0 to 14 ranking keywords using `programmatic-seo` against the Ahrefs API + GitHub MCP — no dedicated SEO hire required."*
+- *"The first email campaign generated a 24% reply rate after `cold-email` skill + GA4 MCP + Stripe MCP gave the team a verified target list of users with high LTV but no recent activity."*
+
+If the client has no such moment in their history yet, frame the example as the *first move* — "Here's the demonstration the team will run in week one to validate the stack:"
+
+## When the stack doesn't apply (yet)
+
+For clients without MCP connections set up, frame Section 11 differently:
+- List the skills that DO apply with current tooling
+- Name which MCPs would unlock which sections of the plan
+- Treat MCP setup as a Q1 priority alongside the bedrock fixes
+
+A plan can't claim the agentic-stack thesis if the stack isn't wired. Be honest about state.